Overview

RockX is an innovative hybrid museum and event center dedicated to preserving the history of Rock & Roll. With a $1 billion investment and a prime location in downtown San Jose, RockX is poised to become a must-visit destination for music lovers, historians, and aspiring artists.

The project entails designing a comprehensive digital experience, including a web platform for visitors to participate in exhibits, events, and collections.

Goal

The goal of this UX project is to create an intuitive, engaging, and immersive digital experience that enhances how visitors interact with RockX, both online and in person.

Role

Lead UX designer

Tools

Figma, Axure

Team

Aries Chu

Timeline

October - Dec 2024 (8 weeks)

Object action matrix

Before designing the screens, I created an object-action matrix. This matrix outlines the relationship between all the necessary objects and actions in the system. Utilizing this matrix allows for high-level thinking about what elements should be included in the museum and how consumers will interact with these elements.

Objext Attribute Matrix

I created an object-attribute matrix. This matrix lists the objects and their related attributes, ensuring consistency with the object-action matrix. It helps me think clearly about the detailed information related to each object and what should be included in the museum website.

Prioritization Matrix

I created a prioritization matrix to consider and prioritize the frequency of actions performed by Sam: frequently or rarely. This matrix helps in identifying key functionalities and features that should be prominently displayed and easily accessible in the museum.

Sketch using Objects and Actions

Sketch using Actions

Sketch Using Objects

Learnings

Approaching the design was the hardest part of this project. As someone who is not a UX designer by trade, stepping into this world felt overwhelming at first. Learning and applying UX research methods, frameworks like journey maps, and prioritization matrices was completely new to me. Initially, it felt like I was just going through the motions—filling out templates without fully understanding their impact. However, once I started using these tools to shape my design decisions, everything began to click.

One of the biggest challenges was figuring out where to start. With such a large and ambitious project, I struggled to break it down into manageable steps. The journey map exercise helped me see the experience from the user’s perspective, making it clear what pain points needed to be addressed. The prioritization matrix was another game-changer—it forced me to make tough decisions about what was essential for the MVP versus what could be refined later.

Another key takeaway was the importance of iteration and feedback. Early on, I was hesitant to share my work because it felt incomplete. However, through multiple feedback sessions from Professor Daniel Rosenberg, I realized that UX design is all about iteration, starting with rough concepts and refining them based on insights. My sketches and wireframes evolved significantly as I integrated feedback, reinforcing the idea that design is never about getting it “perfect” on the first try, but about continuously improving.

This project also pushed me to become more comfortable with uncertainty. Unlike other projects where the requirements are rigidly defined, UX design involves asking questions, testing assumptions, and making adjustments along the way. I learned that no design brief is ever truly "complete"—it's up to the designer to identify gaps and seek clarity.

Ultimately, what started as a daunting challenge turned into an eye-opening experience. I not only gained technical skills in UX research and design but also developed a problem-solving mindset that I can carry into future projects. If I were to do this again, I’d embrace the messy, iterative nature of UX from the start and trust that every framework, sketch, and iteration brings me closer to a better user experience.